​Bookmaker William Hill is looking to consolidate its position as an industry leader through a new Hollywood-inspired commercial that flaunts its high-speed mobile sports betting app.

Seeking to woo new customers while steering clear of traditional gambling advertising, the company enlisted renowned English filmmaker Paul W.S. Anderson to direct its new ‘Clever Fast’ TV commercial, which hit screens in the United Kingdom during the half-time break of the England and Scotland World Cup qualifier on November 11.

The end result is a refreshing breakaway from adverts promoting similar mobile sports betting apps. There are no stereotypical images of men socialising and betting on sports, rather an action-packed sequence that puts the spotlight on a frenetic modern society in which lighting fast technology belongs.Real-life examples such as speed dating, cycling through traffic jams, texting and fast food preparation are used to highlight the importance of being fast in today’s world, before a well-presented millennial male is shown using William Hill’s iOS and Android-friendly mobile betting app to promptly place a sports wager.The short but energetic visual burst clearly seeks to showcase the app, which William Hill argues offers one of the fastest transitions from log-in screen to betting spreads in the online sports betting market, as being suited to a society in which consumers want to get their fixes quickly and easily.Having directed Hollywood hits such as Alien vs Predator, Resident Evil and The Three Musketeers, Anderson was deemed the action specialist that could illustrate this to a sports betting audience. He was joined by creative agency Bark & Bite and a production team from Mob Sport to piece the commercial together.The William Hill app is available on iPhone, Samsung Galaxy, Windows Phone and other smartphones and tablets.

Here is a behind the scenes look at the new William Hill mobile application advert.